CHI 2008: The Network in the Garden

corn and chicago
image courtesy of the Illinois state highway system

The Network in the Garden:
An Empirical Analysis of Social Media in Rural Life.
Proc. CHI, 2008.

ABSTRACT
History repeatedly demonstrates that rural communities have unique technological needs. Yet, we know little about how rural communities use modern technologies, so we lack knowledge on how to design for them. To address this gap, our empirical paper investigates behavioral differences between more than 3,000 rural and urban social media users. Using a dataset collected from a broadly popular social network site, we analyze users’ profiles, 340,000 online friendships and 200,000 interpersonal messages. Using social capital theory, we predict differences between rural and urban users and find strong evidence supporting our hypotheses. Namely, rural people articulate far fewer friends online, and those friends live much closer to home. Our results also indicate that the groups have substantially different gender distributions and use privacy features differently. We conclude by discussing design implications drawn from our findings; most importantly, designers should reconsider the binary friend-or-not model to allow for incremental trust-building.

Full paper as PDF

P.S. I am very happy to announce this paper—I’m especially proud of this work. And, yes, I reused the state highway sign from an earlier post. I love it!

Update (Apr 14): I just learned that danah boyd included this paper in her bibliography of research on social network sites. Thanks, danah!

This was posted Jan 11th, 2008 at 12:54 pm and is filed under paper, rural, social. You can comment on this post or trackback from your own site.

3 comments

  1. Facebook in the boondocks | Mesoj

    […] Jessamyn West, librarian extraordinaire and the best friend I have in Vermont, has caught an interesting article on social networking in rural areas:  […]

  2. Dailylinks: Tons of links I’ve liked (and sorted) in June… | theory.isthereason

    […] Eric Gilbert » Paper: The Network in the Garden @ UIUC - "Old McDonald had a farm, and a Facebook account"… History repeatedly demonstrates that rural communities have unique technological needs. We know little about how rural communities use modern technologies, so we lack knowhow to design for them. […]

  3. Don Ramsay

    Interesting. The world needs more tolerance for people that aren’t like ourselves (self included).

leave a reply …